Ansoff Matrix Analysis

Topics: Marketing, Market penetration, Markets Pages: 4 (929 words) Published: November 29, 2010
Ansoff's Product/Market Matrix

This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth. Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories for selection. Introduction:

The Ansoff matrix presents the product and market choices available to an organization. Herein markets may be defined as customers, and products as items sold to customers. The Ansoff matrix is also referred to as the market/product matrix in some texts. Some texts refer to the market options matrix, which involves examining the options available to the organization from a broader perspective. The market options matrix is different from Ansoff matrix in the sense that it not only presents the options of launching new products and moving into new markets, but also involves exploration of possibilities of withdrawing from certain markets and moving into unrelated markets. Ansoff matrix is a useful framework for looking at possible strategies to reduce the gap between where the company may be without a change in strategy and where the company aspires to be The Ansoff matrix entails four possible product/market combinations: * Market penetration,

* Product development,
* Market development and
* Diversification.
The first strategy company is looking to adapt for increasing their sales and profits. Marketing efforts of the company to offer their existing products in the current markets is called market penetration strategy. The best way to do this to attract competitors customer and looking for potential customer for the existing products. Companies often penetrate markets in one of three ways: * By gaining competitors customers,

* Improving the product quality or level of service,
* Attracting non-users of the products
Convincing current customers to use...
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